Blyk MVNO to run as Orange agent

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Orange is in talks with its MVNO partner Blyk to absorb Blyk’s advertising funded service into its own portfolio of offerings.

Youth-targeted Blyk, which has run off the Orange network since September 2007, announced late last month that it was changing its business model from an MVNO model to a partnership model, meaning it would no longer launch or run MVNO businesses but be an agent for providing a white label advertising-funded service.

Blyk, which has 200,000 customers in the UK and was set for launch in Belgium and Holland, has stopped accepting new customers in the UK.
Orange is tipped to begin offering its repackaged version of Blyk’s service in the summer, keeping Blyk’s proposition of £15 of voice, text and data credit in exchange for receiving advertising messages to their handsets. Orange would pitch the offering to the 16 to 24 age demographic.

It is also believed that part of Blyk’s sales team will move to Orange.
Neither Orange nor Blyk would confirm the situation, but they did not deny it either.

Blyk chief executive and co-founder Antti Ohrling (pictured) said: “Blyk is changing its business model in the UK and in other territories.

“Blyk is moving from an MVNO model to a partnership one and naturally, we are in talks with operators both in the UK and abroad. We will not be drawn on discussions in any individual countries.”

An Orange spokesperson said: “As an integrated and progressive communications company Orange is always looking with interest at the many emerging new products and services available that enhance and bring better value to our customer experience.”

 

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